The dictionary defines personality as “distinctive individual qualities, considered collectively.” Just as every person has a personality, so does your business. After a year or so in business, certain traits, manners, and characteristics will emerge and be picked up by your regular customers. Your customers will be able to see whether you’re only out for the almighty dollar or you really care about serving and helping people.
Even a franchisee develops its own personality and individual qualities. The products and the system are the same as at other franchise locations, but the character and attitude are different because of different owners for each location.
Your attitude as an owner will work its way into your business and be known by your employees and customers. We develop our personality and character early in life, and so will your business. A tough, egotistical, and unfriendly business demeanor won’t go very far in creating loyalty from your customers (and your employees). You want to portray helpful, pleasant, and reliable feelings to everyone who enters your little empire. Yes, you’re the owner, the king of your castle, the emperor of your domain, but you won’t have any subjects in your kingdom if you don’t create the
correct environment. You need customers to feel as if they can refer anyone to you and that if you can’t help them directly, you’ll point them in the right direction. If you create this environment and personality for your business, your customers will start to feel more comfortable buying from you, and it will take a big misstep to get them to change to someone else.
I prefer to fly on one particular airline because of the miles and because I’ve achieved a certain status level. So if this airline flies where I’m going, I’m on it. It sometimes costs a little more than the low-price carriers, but I have a good chance of being upgraded to first class because of my status level. And I’m so used to this airline that I feel comfortable and secure in my seat. I know what to expect and how I’ll be treated. If I use another airline from time to time, I get a little anxious at first because it’s so different. I’m sure this is exactly how my favorite airline wants me to feel.
You can create a similar feeling about your company if customers know you’ll take good care of them. They will become fond of your business personality and visit you often.